Revered e:HEV hybrid engine.
Honda Australia is promoting the unparalleled smooth driving experience drivers can enjoy from Honda’s CR-V hybrid in a campaign via its agency village, Special, Zenith Media, Burson and WiredCo.
Honda general manager brand, marketing and digital, Eva Barrett, said the new campaign artfully combined an important product truth with distinctive storytelling that was new for Honda in Australia.
The campaign is the introduction to the 2026 Honda CR-V which sees its revered e:HEV hybrid engine rolled down the product range, reducing the price of entry to a CR-V hybrid almost $10,000.
Special completed a single-shot engineering test, using the only record player exhibited in the New York Museum of Modern Art, strapped to the vehicle's roof.
The CR-V coasted through regional New South Wales with The Isley Brothers’ Smooth Sailin’ on the record player. The record was captured live and skip-free through the car's internal Bose sound system.
The campaign result was through weeks of strict development, not created by AI.
The 2026 refresh also sees a suite of new technology added to the vehicle including a 360-degree camera, ventilated seats and Head Up Display.
“The chance to work on a brand as iconic as Honda, and to be given license to push the boundaries of car advertising as they so famously did before, was an absolute gift. This is the first of three campaigns that we hope will make Honda famous for its unexpected and brave creativity again,” said Special group creative director, Lea Egan.
The 2026 CR-V hybrid is available to view and order at honda.com.au, or your local Honda Centre.
“Honda has built a strong reputation for innovation and quality – something our hybrids demonstrate every day. We wanted to share how exceptionally smooth the CR-V hybrid is but in a way that’s distinctive and memorable that’s where our new agency village got to stretch its legs,” said Barrett.
“The idea and execution is a truly integrated experience that will see the creative idea flow naturally from TV spots into digital, and down into our Honda Centres nationwide. You’ll also see it across our newly refreshed website, complete with industry-leading user experience.”
CREDITS:
Client: HONDA
General Manager Brand, Marketing & Digital: Eva Barrett
Head of Marketing: Terri Golder
Marketing Comms Manager: Sylvia Chew
Marketing Campaign Specialist: Bronte Sassella
Marketing Coordinator: Hayley Pepper
Creative Manager: Glenn Gibbons
Creative Agency: SPECIAL
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
CSO/Partner: Rebecca Stambanis
National Managing Director: Sasha Firth
National Head of Production: Tash Johnson
Strategy Director: Sam Butcher
GCD: Sian Binder & Lea Egan
Creative: Harry Roth
Executive Producer: Tania Jeram, Wendy Gillies
Senior Producer: Di Williams
Head of Design: Adam Shear
Finished Art: John Rivera
Team Lead: Kelly Larken
Senior Business Director: Marnie Dunn
Business Manager: Madeleine Williams
Film Prod Co: Rabbit
Director: Kiku Ohe
Partner / Executive Producer: Lucas Jenner
Partner / Managing Director / Executive Producer: Alex Hay
Producer: Katrina Maw
D.O.P: Jeremy Rouse
Editor: Ryan Boucher, The Editors
Grade: Yoomin Lee, Company 3
Online / VFX: Fin Design & Effects
Sound Design: IXYXI (@ixyxi.ixyxi)
Mix: Sonar Music
Music licensing: Level Two Music
Song: 'Smooth Sailin' Tonight' by The Isley Brothers
Media: ZENITH
PR: BURSON GLOBAL
Social: WiredCo
